Social Media Transformation: Posting with Purpose
The Challenge
As more donors have shifted to online giving, digital engagement became mission-critical for Eva’s Village, a social services and behavioral health nonprofit in Paterson, NJ. But their social media presence wasn’t keeping pace.
The content mix leaned heavily on static photos—think check presentations and volunteer group snapshots. While gratitude matters, these posts weren’t sparking engagement or inspiring action. Metrics across the board were stagnant: followers weren’t growing, reach had plateaued, and engagement was minimal.
To unlock the full potential of social media, we needed a complete shift in strategy—one that would grab attention, tell meaningful stories, and motivate audiences to take action.
The Approach
Our mission was clear: make Eva’s Village social media follow-worthy.
We needed to create content that educated, inspired, entertained, and most importantly converted casual scrollers into committed supporters. This meant rethinking everything from visuals to voice to value.
The Solution
I led a strategic reboot of Eva’s Village’s social media presence—one grounded in storytelling, impact, and visual appeal. Our approach included:
Purposeful Storytelling – We shifted the narrative from “look who gave” to “look what their support made possible.” Real impact, real people, real change.
Dynamic Content – A blend of static graphics, bold carousels, and engaging short-form videos added movement and energy to the feed.
Thought Leadership – Posts positioned Eva’s Village as a trusted voice in the fight against poverty, substance use disorders, and homelessness—offering education and insight alongside appeals.
Upgraded Visuals – Every post was designed to stand out in a crowded feed, with better photography, polished design, and scroll-stopping motion.
Static Posts – Informative, Thought Leader
Instagram Reels
Year End Donations
The Outcome
The results speak for themselves. During my time leading social media for Eva’s Village, growth skyrocketed across our combined platforms—Facebook, Instagram, Twitter/X, and LinkedIn:
Followers: +191% (from 3,937 to 11,441)
Reach: +101% (from 1,069,502 to 2,146,368)
Impressions: +64% (from 1,659,888 to 2,716,968)
That’s not just growth—it’s momentum.